Processing Fluency: How Exposure Influences Consumer Decisions
Processing fluency is a key concept in neuromarketing, helping us understand how consumers process advertising messages unconsciously. At the core of this model lies the mere exposure theory, which suggests that repeated exposure to a stimulus makes it more familiar, and therefore more accessible in memory. This familiarity leads to a preference for the stimulus, even if the consumer doesn’t explicitly recognize it. Within this framework, processing fluency is divided into two types: perceptual fluency and conceptual fluency. This article explores these mechanisms and their impact on consumer decision-making.